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Comparing Explicit and Implicit Measures for Assessing Cross-Cultural Food Experience.

Daisuke Kaneko1,2, Ivo Stuldreher3,4, Anne J C Reuten3

  • 1Kikkoman Europe R&D Laboratory B.V., Wageningen, Netherlands.

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|January 18, 2024
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Summary
This summary is machine-generated.

Implicit physiological measures like heart rate (HR) offer objective insights into affective food experiences across cultures, overcoming biases found in self-report ratings. These methods reveal genuine cross-cultural differences in food perception.

Keywords:
EDAHRcross-culturalexplicitimplicitphysiological measuresresponse biassip size

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Area of Science:

  • Food science
  • Psychology
  • Cross-cultural studies

Background:

  • Self-report measures of food experience can be influenced by cultural response biases.
  • Objective physiological measures may offer a more accurate assessment of affective food experiences.
  • Cross-cultural research is essential for understanding universal and culturally specific food perceptions.

Purpose of the Study:

  • To investigate the potential of implicit physiological measures (heart rate, electrodermal activity) versus explicit self-report ratings for assessing affective food experiences.
  • To examine cross-cultural differences in food perception between Dutch and Thai participants.
  • To determine if cultural response biases affect self-reports but not physiological responses.

Main Methods:

  • Dutch and Thai participants viewed and rated images of universal (regular, molded) and cultural (Dutch, Thai) foods.
  • Physiological responses including heart rate (HR) and electrodermal activity (EDA) were recorded.
  • Participants also tasted Dutch and Thai drinks, with HR and sip size measured.

Main Results:

  • Explicit self-reports showed cultural response biases (e.g., Dutch extreme, Thai middle response styles).
  • Heart rate (HR) did not exhibit these biases and showed expected interactions for cultural food images and drinks.
  • HR and sip size revealed genuine cross-cultural differences in affective food experience, unlike self-reports or EDA.

Conclusions:

  • Cultural bias can significantly impact the accuracy of self-reported food experiences.
  • Implicit physiological measures, particularly HR, provide objective and reliable data for cross-cultural food experience research.
  • Physiological measures demonstrate potential for overcoming cultural response biases in understanding genuine affective food experiences.